Luxury Listing Specialist - Dominate High End Listings In Any Market

As a luxury specialist, your goal is to get in front of as many high net-worth individuals and influencers. That is why we’re going to be discussing the LUXE Networking Group, which is a way for agents to get more opportunities to interact with the right people.

Everyone deserves the opportunity to own a home, but many minority groups like the LGBTQ+ community hold back from homeownership. What’s stopping LGBTQ+ consumers from buying the homes of their dreams? Only 49% of the American LGBTQ+ community own property, compared to the 65% national average. That’s a wide gap, mostly created by safety concerns. How can real estate professionals create a more inclusive environment for all consumers? Can we help the LGBTQ+ community if we’re not members ourselves? In this episode, Founder and President of NAGLREP, Jeff Berger shares how we can create safe spaces for minority groups. When an LGBTQ+ consumer is searching for a home, they need an allied agent to help them. That's the differentiator. -Jeff Berger Three Things You’ll Learn In This Episode: Those who don’t identify as LGBTQ+ can still create safe spaces for the community by being allies. We don’t need to be part of a group to show compassion. Joining an inclusive association like NAGLREP helps us publicly identify as allies, so consumers know they’ll feel safe working with us. Research where LGBTQ+ consumers are looking for property. By understanding the consumer, we can learn how to serve them more effectively. Guest Bio Jeff Berger is the Founder and President of the National Association of Gay & Lesbian Real Estate Professionals. A dedicated champion for LGBTQ+ rights, Jeff founded NAGLREP in May 2007 with a vision of business and advocacy. Jeff is also a REALTOR with Coldwell Banker, and studied marketing at Boston University School of Management. To find out more about Jeff, head to: https://naglrep.com/about/leadership/ https://naglrep.com/ You can also email him at: [email protected]

When you’re marketing your luxury listings, you’re most likely going to be dealing with both buyer's agents and the buyer. This is why it’s so important that you do everything in your power to ensure that they both have the Ritz Carlton experience when seeing one of your listings. It will involve a few extra questions and a bit more research, but it could be the "experience" that gets them to pick your listing and gets your property sold. For a recent buyer who enjoyed wine and cigars, we made sure they experienced both.

The industry as we know is undergoing unprecedented changes, but that doesn’t mean we’ll never recover. In fact, we have a chance to come out of this experience stronger than ever before. How has the industry progressed since the start of COVID-19, and what results can we expect to see in the future? In light of the changes in our world, it goes without saying that we need to rethink how we provide value to our industry and the consumer. In this episode, Chairman and CEO of T3 Sixty and leading visionary on real estate trends, Stefan Swanepoel shares his thoughts on the future of our industry. As a collective whole, we have to do the best we can for the industry and thereby serve the consumer to the best of our ability. -Stefan Swanepoel Three Things You’ll Learn In This Episode The importance of considering the shifts Even though we’re still facing COVID-19, the industry has made great strides since the pandemic was first announced. There has been a considerable shift in the way we’ve looked at the situation- from initial concern in late March, to a more positive outlook in late May. Encouraging signs in the industry Due to pent up demand, there has been an increase in showings, open houses, and offers on listings. We may not be seeing the great results we had in January and February, but this is an encouraging sign. How to keep pushing forward Despite the challenges, we will make it through the shifts. We may need to revise our business plans, but as long as we stay focused and determined, we can come out of this experience stronger than before. Guest Bio Stefan Swanepoel is the Chairman and CEO of T3 Sixty. Considered a leading visionary on real estate trends, Stefan has over 3 decades of experience in the industry. He has authored and co-authored more than 50 books and reports analyzing changes impacting the residential real estate industry. Stefan is also a captivating Speaker in real estate and has delivered over 1100 talks, with over 700 as the keynote speaker. To find out more about Stefan and T3 Sixty, head to: T3sixty.com https://www.swanepoel.com/

As an agent, your environment can shape you and your production. That’s why today I'll talk about the importance of surrounding yourself with positive influences. As they say in real estate, it’s all about location, location, location, and you need to get to a place where you can work on your business, be productive, and also be positive.

There are so many platforms designed to help agents list properties, but often those systems don’t communicate with each other. This means agents end up working harder than they should in the back end. Having systems in place is meant to help businesses run more smoothly. If a system is too complex or isolated, it creates bottlenecks which impacts efficiency in our business. It’s crucial that all the platforms and platforms we use work well together. How does standardization make the process of listing properties easier for agents? How does it benefit our clients? In this episode, CEO of the Real Estate Standards Organization, Sam DeBord joins me to discuss the benefits of open standards in real estate technology. There is so much real estate technology available to agents, but most of those systems don't speak the same language. The Real Estate Standards Organization exists to create efficiencies for agents. -Sam DeBord Three Things You’ll Learn In This Episode How to reduce time wasted With a more systemized approach to listing, we limit the amount of work needed to be done on the back end. This allows agents to spend more time with their clients and create a better experience for them. How to eliminate confusion Having a uniform understanding of what certain listings mean (like ‘Coming Soon’ listings) takes out the guesswork for agents. The importance of accessibility When agents don’t know how to answer a client’s questions about a property, we come across as unprofessional. Having the information available makes it easier to stay professional and ensure the client gets the best property for their needs. Guest Bio Sam DeBord is the CEO of Real Estate Standards Organization (RESO). He has spent over twenty years in the real estate industry, having experience in real estate brokerages, mortgage lending, and technology consulting. Sam has also served as President’s Liaison for MLS and Data Management with the National Association of REALTORS® and on the board of directors for NAR, Second Century Ventures, and California Regional MLS. Sam is also a recognized real estate industry writer for publications including REALTOR® Magazine, Inman News, and the Axiom Business Books Award-Winning Swanepoel Trends Report. To find out more about Sam and RESO, head to: https://www.reso.org/sam-debord/ https://www.linkedin.com/in/samdebord

COVID-19 has thrown us into a crisis market, so we have to be strategic about our next moves. Are there any ‘right’ or ‘wrong’ paths to take as we navigate this uncharted territory? How does our mindset affect our response? There are so many opposing views on what should or shouldn’t be done during the pandemic, and many real estate professionals are finding themselves unsure of how to respond. Unfortunately, there are no set answers in this time of uncertainty. How can we move forward strategically in a way that works for our businesses? In this episode, one of Canada’s top real estate coaches, Kathleen Black joins me to discuss how to respond to a crisis market when there are no clear-cut answers. We may be in a crisis market, but remember: Life is what drives real estate. -Michael LaFido Three Things You’ll Learn In This Episode Now is the time to nurture our databases. We may not see immediate results, but if we stay in contact with past clients now we will see the fruits of our labor in the future. Putting in work now will also position us better for when the market moves out of crisis mode. Keep moving - take action Regardless of the industry we’re in or the markets we serve, the most successful leaders in any field are those who take action. This action can be scaling back on non-essentials, or even expanding the business. Assess extensively We have to take the time to assess our business models. Once we know what works and what doesn’t, we can adapt to the market more effectively. Guest Bio Kathleen Black is the CEO and elite coach at Kathleen Black Coaching & Consulting Inc. After starting her career as a Re/Max agent and working her way to being recognized within the top 1% on the Toronto Real Estate Board, Kathleen set out to build a platform of educational programs and coaching methods to provide real estate agents with the tools to progress both personally and professionally. She has been named one of the Top 100 Elite Women Driving the Future of Real Estate by REP Magazine, and was named one of the Top20 Emerging Leaders by T3 Sixty in 2018. Kathleen is the driving force behind the Ultimate Team Summit- the largest team specific Real Estate summit in North America. To find out more, head to: Ittakesa.team https://www.instagram.com/kathleenblackcoaching/ https://vf75hzcf.pages.infusionsoft.net/

For the past 3 years, the Luxury Listing Specialist Podcast has given listeners access to top real estate professionals in the luxury space. From advice on how to enter the market to how to expand internationally, we’ve strived to be the go-to platform for expert information. We’ve seen a lot of changes in the market since we first launched. Have the best practices shared in our past 99 episodes stood the test of time? In light of all the changes in our industry, what does the future of the luxury market look like, and how can we continue to serve it? In this 100th episode special, I’m looking back on some of the top information we’ve learned since launching in 2017. The more knowledgeable you are, the more confident you become, and the easier it is to get out of your comfort zone. -Michael LaFido Three Things You’ll Learn In This Episode High net worth clients have high expectations. Create experiences that make the transaction process memorable for all the right reasons. We’re not in the business of twisting people’s arms. Never go into an appointment asking for a listing. Show clients we’re the obvious choice by offering stellar service. High net worth consumers don’t only work with experienced agents. As long as we’re armed with the right information, we can break into the market.

I used to teach health and physical education when I was going through college, and that’s where I learned the ‘K.I.S.S.’ method—Keep It Simple, Stupid. When it comes to discerning why a home isn’t selling on the market, it really is important to keep the diagnosis simple. Today I’m sharing the three reasons why properties don’t sell, along with a brief brand update.

Professionals in every industry need to adapt to the new normal and real estate is no exception. To outlast COVID-19 and see great results for years to come, you have to start being more open-minded with the way you run our businesses. Embracing technology is no longer an opt-in; you have to take advantage of what’s on offer if you want to keep our clients interested in our services. What core elements of the business have changed and what will stay the same? In this episode, CEO of Engel & Völkers Americas, Anthony Hitt shares how to stay relevant in luxury real estate, regardless of the pandemic. We need to be more than just agents, we want to take it to a higher level and be like an advisor to our clients. -Anthony Hitt Three Things You’ll Learn In This Episode Prioritize good branding The way you brand your teams is extremely important. Anything elementary will be passed over by discerning clients, so aim to build something sophisticated and timeless. Specialization is key Luxury clients want to know we’re specialists at what we do, so you have to become an expert on your geographical areas. You need to show the consumer that you're a knowledgeable consultant, and offer more than the average agent. Connect with the right crowd Our network is our net worth, so be sure to have connections with the right people. They don’t need to be your clients, they just need to refer us to the people they know. Guest Bio Anthony Hitt is the CEO of Engel & Völkers in the Americas. He has been a part of Engel & Völkers since the Hamburg-based real estate leader approached him to establish their brand in California. Anthony was a top-producing agent for many years, and received regular praise from publications including The Wall Street Journal and the Los Angeles Times. He is the author of Essentials of Personal Achievement, Taking Charge and Positive Impressions. To find out more about Anthony and Engel & Völkers, head to: https://www.linkedin.com/in/anthonyhitt www.engelvoelkers.com https://www.inman.com/author/anthony-hitt/ https://www.facebook.com/AnthonyHitt You can also find him on Twitter and Instagram under the username @anthonyhitt And email him at [email protected]

When a buyer’s agent inquires or sets up a showing for your luxury listing, chances are they’re not an experienced luxury agent. Perhaps the particular buyer they are working with is their "trophy client.” As a marketing specialist, you want to make that agent feel good, and that their "experience" working with you or showing your luxury properties is different and better than the competition. Today, I’ll give you a quick but effective tip to improve the experience for both the buyer and their agent when they interact with you on one of your high-end or luxury listings.

Real estate has always been a relationship-based industry, so agents need to find ways to keep communicating with their spheres in the age of social distancing. Is it even possible to build relationships with prospects and clients during social distancing? How can you build genuine bonds with people during this time? The world may have come to a standstill recently, but you’re lucky to live in an age where technology allows us to stay in touch virtually. On this episode that was recorded as part of my recently launched Luxury Lunch & Learn, Vice President of Luxury and Commercial at RE/MAX Holdings, Anne Miller shares how to survive and adapt to the new normal in the luxury real estate space. As agents and entrepreneurs, your past clients have to hear from you now. Reach out to them. Don’t talk business, check in with them authentically and sincerely. -Michael LaFido Three Things You’ll Learn In This Episode Adopt an abundance mindset Now more than ever before, it’s important for agents to help each other. Instead of having a scarcity mindset and not wanting to share business, now is the time to build relationships with agents in other teams and across the country. We are stronger when we work together. Check in with clients It’s always important to stay in contact with past clients, but even more so while so many people are worried about the future. Reach out to clients to see how they are; once COVID-19 has passed, you will be remembered for that. However, be sure to do this genuinely; any insincerity will have the opposite effect. Be visible on video A lot of agents are nervous to appear on video, which makes the Zoom option of turning off the camera an attractive idea. However, to build relationships, we have to be visible. Clients are more trusting when they know who they’re speaking to, especially in the luxury space. Guest Bio Anne Miller is the Vice President of Luxury and Commercial at RE/MAX. She is recognized as a luxury real estate expert with over 20 years of experience. Prior to joining the RE/MAX team in 2013, Anne worked in luxury development, sales and acquisitions in Chicago, New York, Florida and North Carolina. To find out more about Anne, head to: https://news.remax.com/bio/anne-miller https://www.linkedin.com/in/anne-miller-9a310316 Or email her at [email protected] And for more on RE/MAX Luxury and Commercial, visit remax.com/luxury Remaxcollection.com

Do you know who your intended buyer is for the home you represent? This is something you need to know if you want to market that home to a larger pool of buyers. Think of the buyer as your home’s “avatar”— it can take many forms, but you need to know who it is before the home goes live on the MLS if you want to sell it for top dollar.

In the wake of COVID-19 and the economic shift, it’s important to take stock of your costs, but you also have to be sure you have effective software systems in place. Is it possible to keep costs low without compromising on the systems you use? Times of crisis are an extremely important time for business owners in any sector: where you choose to save money tells people about the character of your businesses. How can you minimize your costs without retrenching your staff? On this episode, CEO and Chairman at Inside Real Estate, Ned Stringham shares how Inside Real Estate and kvCORE are helping real estate teams cut costs during this difficult time. During these trying times, it’s extremely important to time-block and prioritize your more serious leads. -Michael LaFido Three Things You’ll Learn In This Episode Now more than ever, it’s important to timeblock and prioritize more serious leads. Using a system like kvCORE allows you to do just that. In times like these, when everyone is being more mindful of costs, agents should look into the tools provided by their broker. This is much more cost-effective than paying for tools as an individual. Broker owners and team leaders can minimize costs by paying for holistic "back office" systems instead of paying for multiple systems piecemeal. Inside Real Estate has put together a comprehensive LIVE report analyzing national & local data to shed light on the impact COVID-19 has had on residential real estate. You can access this report for FREE, right here https://bit.ly/2zmDYDl Guest Bio Ned Stringham is the CEO and Chairman of Inside Real Estate. Since joining as a partner in 2012, he has been instrumental in shaping the vision and strategic direction of Inside Real Estate. Ned holds an MBA from Harvard Business School, and is the Managing Partner of 42 Ventures and the Executive Chairman of Insurance Technologies. To find out more about Inside REal Estate and Ned Stringham, head to Insiderealestate.com

We believe the best way to show your credibility is to be the author of a book. Through our Luxury Rockstar Package, you’ll be featured on the cover of your very own book—a book you don’t even need to write! We’ve already written it, but we’d like to share it with you to help you stand out amongst the competition as a published author in real estate.

Any agent taking their first step into the luxury market should see their first listing as an opportunity & ‘trophy listing’. However, it can be an anxiety-inducing experience breaking into the market when you have no experience in the luxury homes or high-end markets. How can we land our first trophy listings and how can we be honest about your lack of experience in the market, without scaring potential clients away? In the luxury market, it’s vital agents look the part and exude confidence, so to make a name for yourself in the space, you have to leverage whatever you can, and make sure you’re as knowledgeable as possible on every step of the transaction process. In this episode, you'll hear a coaching call with eXp Realtor Kirk Brown, an experienced real estate looking to enter the luxury market with a $1.9m upcoming listing appointment. When you have an opportunity to market a trophy listing, you want to have all hands on deck to sell it and leverage that property to attract future opportunities. -Michael LaFido Three Things You’ll Learn In This Episode Standing out by pre-selling ourselves We always have to be mindful that our potential client is talking to a few other agents. To stand out from the rest, we can pre-sell ourselves by offering value before we even enter our first listing appointment. Why presentation matters When arriving at the first appointment, look the part. We are being watched from the moment we step out of the car, so be sure to exude confidence. How to gain trust and build rapport Be tactful but honest. If we feel there are deficiencies that could slow down a sale, we have to point them out- but remind the seller our advice is based on market research. Guest Bio Kirk Brown is a Realtor at EXP Realty in the Lafayette, Louisiana Area. Kirk has 25 years of experience in sales, management and business building. He is passionate about real estate, and loves any opportunity to help people sell their existing houses and buy their dream homes. To find out more about Kirk, head to: https://www.linkedin.com/in/kirk-brown-a7126976

Why should someone hire you versus the competition? If you’ve never asked yourself that question before, you need to start today, because the answer will lead you to today’s topic: developing a unique value proposition. A unique value proposition is a simple, concise statement that explains why someone should hire you instead of the competition.

Starting fresh in a new market can be a daunting experience for agents, and making a name for ourselves can be incredibly difficult when we don’t have a database. How can we establish ourselves as successful agents when we’re new to an area- and what can we do to win over the local luxury market? How can we compete alongside agents who have been serving the area for decades? On this episode, Realtor at Keller Williams Realty Palo Alto, Maria Afzal shares how to make a name for ourselves when we’re new to a market. If you want to serve the local luxury market, you have to live, socialize and interact in the area. -Maria Afzal Takeaways + Tactics Whenever we’re new to an area, socializing with new people is important. However, if we want to establish ourselves as successful agents in the market, we have to make sure the people we spend most of our time with are also successful. To serve a luxury community, we have to be a part of it. To show our authenticity, it’s important we live alongside and socialize with the luxury community. Pick the right mentor. Some agents have been working an area for decades, so if we want to enter the space, their guidance and mentorship is key. On this episode, we spoke about how to market ourselves to a luxury market when we’re new to the space. After discussing the importance of using our marketing to highlight our integrity, we mentioned why it’s key to build relationships with other honest, integrity-driven agents across the country. We also discussed: How to avoid being surrounded by negativity The pros and cons of working with celebrity clients How the unprecedented challenges posed by 2020 will impact the luxury market Guest Bio Maria Afzal is a Realtor and proud member of the Keller Williams Realty Palo Alto team. After starting her career in real estate in Virginia, her love of the industry took her across the country, and in 2016 she entered the world of Luxury Real Estate in Silicon Valley. Maria is a Certified Luxury Home Marketing Specialist - Million Dollar Guild Member. She is also a member of the National Association of Realtors, California Association of Realtors, Silicon Valley Association of Realtors, and The Institute of Luxury Home Marketing. To find out more about Maria, head to: https://www.linkedin.com/in/maria-afzal-577b70148 https://www.facebook.com/Mariaafzalrealty/ https://www.instagram.com/mariaafzalrealestate/ You can also email her directly on [email protected] And text her on 650 561 6073

In this episode, we will talk about an amazing property that we are marketing right now at just under $3 million. It has some amazing features, such as an indoor saltwater pool, but we wanted to make these features pop on camera and video.

Hope everyone is staying healthy and positive with COVID-19. When our economy loosens up, there will be many high net worth buyers aiming to purchase more international properties. Agents should familiarize the complexities of international transactions. What concerns do high net worth sellers have when choosing agents? What are the benefits of buying properties in Mexico? Do we need to be fluent in Spanish to be successful in the Mexican market? What do we need to know about the transaction process in the country? On this episode, the past President of Keller Williams Luxury Division Mexico, Ramon Davila, shares how to build relationships with agents Internationally and how to invest in property in Mexico. Low property taxes and the current state of the Peso offer great opportunities for US investors to buy property in Mexico. -Ramon Davila Takeaways + Tactics Let buyers know the benefits: properties in Mexico have around 14% value-add every year, and rented out properties see 5-6% return on investments annually. It’s a good idea to have fluent Spanish-speakers on our teams. While most international luxury buyers can speak English, it’s always helpful to have a Spanish-speaking team member to assist with details and contracts. When it comes to transactions in Mexico, confidentiality is key. Instead of signs and advertisements, most sellers prefer to have their properties handled discreetly. At the start of this episode, we heard some of the benefits of investing in property in Mexico. After learning that property tax is low in the country, we also spoke about how the exchange rate benefits American buyers. We also shared insights on: Why Mexican buyers are looking to invest internationally Key Millennial buying trends How to contact sellers discreetly Free download Call-to-Action - Become a Certified Luxury Listing Specialist and learn how to break in and dominate high end homes in your market. Learn more about the LUXE Luxury Listing Specialist Certification at luxurylistingspecialist.com. Guest Bio Ramon Davila is an agent at Keller Williams, where he runs a successful team. Together with his team, Ramon works with investors and commercial properties. He also helped launch the Keller Williams luxury division. Ramon is enthusiastic about the opportunities for foreign investors in Mexico, and is excited by any opportunity to help international buyers and sellers gain a foothold in the country. To find out more about Ramon, head to: Inmobilux.com You can also reach him directly on [email protected]

Do you know how to use the power of demonstration in real estate? The power of demonstration means showing people—not telling them—how you can sell their home faster and for more money than anyone else, and today I’ll share several ways you can leverage the power of demonstration. The first is through video books.

Hope everyone is staying safe and healthy with the Corona Virus. Real estate is an industry experiencing significant change, and one of those changes is cryptocurrency in transactions. How does it work and what is the underlying technology that makes it so favorable in business? How should real estate agents be approaching this technology? In this episode, Donald Hyun Kiolbassa, real estate and estate planning attorney with cryptocurrency expertise, shares what the rise of cryptocurrency means for our industry. Exercise an extremely heightened level of caution before proceeding a deal that involves blockchain. -Donald Hyun Kiolbassa Takeaways + Tactics: When government monetary regulations started popping up, this created an appetite to circumvent them and this created cryptocurrency. Cryptocurrency is the exchange, blockchain is the underlying tech that makes it hacker proof. Change your Bitcoin into cash before an exchange. There aren’t enough safeguards and regulations for direct exchanges yet. Cryptocurrency is the future of real estate, and while we’re not there yet, it’s good for agents to know what it is, and how we can use it. At the start of the show, we talked about a transaction that involved cryptocurrency, and how it led to me meeting Donald. Next, Donald shared some basic information on blockchain, why it’s become popular and the technology behind it. We also talked about whether or not real estate agents and their clients should start doing cryptocurrency transactions. We also discussed; How government policies created the appetite for cryptocurrency How blockchain can be used to reduce fraudulent transactions The drawbacks of cryptocurrency Guest Bio Donald Hyun Kiolbassa is a real estate and estate planning attorney, investor and speaker. Over the past 11 years he has managed thousands of residential real estate transactions, and has extensive experience in corporate structuring and tax implications of residential and commercial real estate transactions. For more information, visit http://www.chicagorealestateatty.com/.

When it comes to marketing a client’s home, you need to figure out what to do in order to position their home more effectively to a larger pool of buyers. In this week’s post, I discuss the power of certain "before and after" marketing materials that will help you, as an agent, communicate to taste-specific clients about the importance of broadening their home’s appeal, therefore increasing the number of luxury listings in your portfolio. After all, a wider base of buyers could equal more money in your sellers’ pockets.

Video is a great communication tool, and we should be using it to our advantage. With the recent "Shelter In Place" orders in many states along with agents working with clients remotely during this Corona Virus outbreak, video communication is a great way to deliver your message. When should we send potential clients personalized video messages, and what should we include in them? How can video messages help us build stronger relationships with clients? Create casual content. When you can get comfortable on camera and be yourself in a natural, unscripted way, it shows a level of confidence that is deeply attractive. -Ethan Beute Takeaways + Tactics By sending a video message a few days before meeting a potential client, we can pre-sell ourselves. Plus, since 90% of our competitors won’t do this, it’s a great way to differentiate ourselves. Follow up after an appointment with a video message. This video should be used to address any questions our potential client may have had at the appointment. We should all be using video to rehumanize ourselves. People want to do business with those they know and trust, so using a more casual video is a great way to build relationships with potential clients. At the start of this episode, we discussed how sending videos prior to an appointment can help pre-sell us to clients, and ensure they remember the appointment. We also discussed that personal videos don’t need to replace the high-budget, scripted videos many luxury agents gravitate towards, but can be an additional communication tool. We also shared insights on: How personal videos can be used to demonstrate confidence That informal videos don’t need to tarnish our exclusivity Why sending personal videos saves everyone time and prioritizes convenience Guest Bio Ethan Beute is the Chief Evangelist for BombBomb. Having worked in marketing teams inside local television stations for over a decade, Ethan decided to pursue an MBA. It was after this that he connected with BombBomb- and he hasn’t looked back since. Ethan is passionate about helping people improve their communication, and is focused on assisting people rehumanize their businesses. Alongside Stephen Pacinelli, Ethan is the co-author of Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience. For more information about Ethan and BombBomb, head to https://www.linkedin.com/in/ethanbeute bombbomb.com/book And you can also email him at [email protected] To take advantage of a 14-day free trial of BombBomb, head to bombbomb.com/luxury

Today we’re going to talk about the importance of building your brand, both online and offline. Is your online brand consistent with your offline brand? If not, you’ll lose your competitive advantage over other Realtors.

The real estate industry is full of great agents, so we have to go the extra mile to distinguish ourselves. How can we protect ourselves from competitors attempting to discredit us- and why should we avoid belittling our competition? How can we show potential clients we’re the obvious choice? On this episode, owner of Waterfront Properties and Club Communities, Rob Thomson shares how we can differentiate ourselves from any competition. Be careful not to compare yourself with other agents- it just sounds like you’re badmouthing the competition. -Rob Thomson Takeaways + Tactics It’s perfectly acceptable if we aren’t involved in the transaction process personally, but we have to tell our clients upfront. Don’t let competitors use this to discredit us. Don’t belittle competitors. Instead of getting involved in what makes us ‘good’ or ‘bad’, we should be telling potential clients what makes us different. Instead of telling clients what we offer, invite them to the office to see for themselves- they’ll realize they’re getting more than an agent when they choose to work with us. On this episode, we discussed how to set ourselves apart from our competitors. After discussing the ways competitors try discredit us, we shared how to structure meetings with potential clients that highlight our uniqueness, and gave suggestions for who should attend those meetings. We also shared insights on: The importance of knowing our numbers How to pre-sell clients ahead of signing with us Small tokens of appreciation that will distinguish us as industry leaders Guest Bio Rob Thomson is the owner of Waterfront Properties and Club Communities. He built the business alongside his mother, and together they established an organization dedicated to helping customers buy and sell luxury real estate on waterfront properties and club communities. Today, Waterfront Properties and Club Communities is the largest purveyor of luxury residences in Palm Beach and Martin Counties. To find out more about Rob, head to https://www.linkedin.com/in/robthomson www.waterfront-properties.com You can also call him on 561 346 1881

If you are a brokerage or team leader having a strong luxury division is crucial to attracting more high-end and luxury listings. What do you need to create, grow, and maintain a strong luxury division? It takes much more than just a different 'for sale' sign or logo.

State and Local Tax (SALT) has the potential to do serious damage to our economy, so it’s vital that we educate our clients on the matter. As real estate professionals, what should we be aware of in terms of SALT? What should we be telling homeowners? What is the $10,000 cap on deductions, and how could it impact our clients? On this episode, CEO and License Partner of Engel & Völkers Chicago, Jennifer Ames, explains what SALT is, and how we should prepare our clients for it. Everyone needs to be aware that SALT doesn’t only impact the wealthy, it affects everyone. -Jennifer Ames Takeaways + Tactics Homeowners who can afford to leave are moving to states with lower taxes. As real estate professionals, we need to be aware of this. As agents, we need to know the tax trends across the country, so that we can advise our clients of the pressures they may face as homeowners. Inform clients of the $10,000 cap on tax deductions. This can have a big impact on homeowners (couples in particular), as that $10,000 applies to entire households, not individuals.

As a real estate agent, you want to establish yourself as a foremost authority in your market and attract consumers toward your business. One of the top ways to do this is through content marketing. With more and more consumers growing reliant on the internet to obtain their information, content marketing allows you to demonstrate the breadth of your knowledge of real estate online, which will cement you as an authority to consumers in your market.

Gaining high profile clients is something all agents, especially luxury agents aspire to do, but when working with these clients, we have to be willing to adjust our strategies. What is the ‘golden rule’ when working with athletes, celebrities and other high net worth individuals? How can we build trust with high profile clients, and is there a way to build stronger personal relationships with them? On this episode, Vice President at Keller Williams Cambridge, Paul Campano, shares how to gain the trust of high net worth clients. Here’s a lesson for working with athletes: discretion is key. They don’t appreciate name-dropping. -Paul Campano Takeaways + Tactics Most celebrities and professional athletes dislike being ‘name dropped’, so be sure to maintain discretion with these clients. Doing this will go a long way in building trust. Don’t discount the importance of referrals during locker room talk. Athletes share the details of agents they’ve had great results with, and those they know they can trust. Sharing our passions is a great way of building relationships, so if we happen to be interested in the same things as those in our target market, we should let them know. At the start of this episode, we spoke about the importance of using creative techniques to show clients what makes us unique, particularly when approaching high profile individuals. We also discussed that targeting our marketing to a specific demographic is key, and shared ideas on how to do that. We also shared insights on: How to tailor our marketing to be more effective Why our marketing should represent what we do That by marketing to everyone, we effectively market to no one Guest Bio Paul Campano is the Vice President at Keller Williams Realty. Having been licensed for over 16 years, Paul has expertise in unique and high-end properties, and despite selling between 30 and 40 units, he has generated around $20 million in volume. Paul has been featured on Million Dollar Listing NYC. To find out more about Paul, head to Isellyourhome.com https://youtu.be/8WvyR5r7Ohc You can email him at [email protected] His Instagram handle is @therealpaulcampano Call him on 617 304 3686

Matched pairs is a term you probably haven't heard of. If you’re thinking of selling your home, it’s always wise to consider making improvements and upgrades. However, you’ve got to know where to spend your money in order to get the highest possible return. Recently, I had a client who spent about $20,000 on leaf guards that were nice but didn’t really add any value to his home.

The most important skills when it comes to successfully selling luxury properties are branding and creating powerful marketing strategies tailored to each unique property. What is the process of determining the best marketing strategy for each luxury property? How do we play to our strengths? How do we build an authentic brand? On this episode, Markus Canter, Berkshire Hathaway luxury property director and co-founder and CEO of St. James + Canter Luxury Real Estate, shares on how we can reverse engineer the perfect marketing strategy for our luxury properties. It’s important to analyze the best media to reach your buyer. --Markus Canter Takeaways + Tactics: California is the most sought after market. 82 out of the top 117 listed luxury properties in the country are located there. When it comes to marketing luxury properties, it’s not about any exposure, it’s about the right kind of exposure targeted towards the buyer you want. It’s important to establish yourself as a top agent in your demographic, become an expert, offer value and be the best at every level you’re working at. Give the white glove treatment to all your clients and you’ll become known for it. At the start of the show, Markus shared on what makes Los Angeles such a great market for real estate. Next, he talked about how to reverse engineer the thought process when you take on luxury properties, and the marketing strategy his team used for a property that Frank Sinatra once owned. We also talked about how to create quality video content. We also discussed: How to play to your strengths The importance of being an authentic brand How to create a white glove experience for clients Guest Bio Markus is the co-founder and CEO of St. James + Canter Luxury Real Estate, and the head of company strategy and luxury business development. He is also the Luxury Properties Director and Founding Director at New Homes Division for Berkshire Hathaway HomeServices in Beverly Hills. Markus is well-known as a leader in representing buyers and sellers of luxury properties. For more information, send an email to [email protected].

As we set up our goals for 2020, I wanted to talk about some things to look out for in your luxury market, as well as share some new plans for us going forward!

To make a name for ourselves in the high end luxury space, we have to go above and beyond all expectations. How should we be staging our houses for the ultra luxury market? How can partnering with other agents help us build credibility, and how do we approach commission splits when we’ve partnered up? On this episode, partner at Berman and Pollinger and dynamic global ultra-luxury real estate expert, Jennifer Berman, shares how to make a name in the ultra luxury market. If you’re new to the space, find a luxury agent in your market, ask them to go with you to a listing and offer to split 50/50 with them. -Jennifer Berman Takeaways + Tactics With ultra-luxury open houses, staging is vital. Even if the property has been professionally decorated by the current owner, stage it so the buyer feels at home. When we’re new to the ultra luxury space, we have to make a name for ourselves to boost credibility. The best way to do this is by partnering with a more experienced agent. Be willing to split commission 50/50 with an experienced agent when new to the space. A commission of 50% is a much better deal than 100% of nothing. At the start of this episode, we spoke about why it’s never a good idea to list a property at a higher price than its value. We also discussed how to approach clients who try to cut agent commission, and shared how lower commissions can have a negative impact on clients themselves. We also shared insights on: Why an online presence is non-negotiable Why ultra-luxury clients are hesitant to buy and sell during an election year How a seller’s attitude can impact how long a sale takes Guest Bio Jennifer Berman is one of the partners at Berman & Pollinger. Jennifer is a sought-after expert in ultra-luxury real estate, thanks to her dynamic personality and extensive experience. In addition to managing teams of over 200 agents, increasing sales to $1 Billion within a year for a top luxury real estate firm and facilitating foreign entities, Jennifer is also a TV personality who has been featured on several media outlets. You can catch Jennifer on CNBC’s new real estate show, ‘Listing Impossible’. For more information about Jennifer, visit https://bermanandpollinger.com/about/about-berman/?gclid=CjwKCAiAis3vBRBdEiwAHXB29KVhkFAxYiHcxjojpYBsAcB7-K1rfkv9_ZFXSGrfRa5xSSPJ1bQLghoCzUoQAvD_BwE

When it comes to real estate photography, today’s special guest can do it all. Say hello to Brad Filliponi—co-founder of Boxbrownie.com. If you haven’t already heard of Boxbrownie.com, allow me to tell you what it is they do. For starters, let’s say that you’ve got a photo of your home that, thanks to cloudy skies, looks a little drab. Boxbrownie.com has you covered. Not only can Brad capture great photos of your home, he can also take existing photos from mediocre to marvelous.

With the popularity of voice assistants on the rise, it’s safe to say offerings like Bixby, Alexa and Google Assistant aren’t going anywhere, so we should be taking advantage of them. How can real estate professionals make use of voice technologies in their businesses? Should we be feeling threatened, or can agents work alongside voice technology? On this episode, CEO and co-founder of Voiceter Pro, Miguel Berger, shares how to make the most of voice assistants. We need to embrace technology instead of trying to fight it, and use it intelligently. -Miguel Berger Takeaways + Tactics Agents can use voice assistants in every area of their businesses, from reminding us about listings and updating us on new market trends, to helping us during open houses. Stop thinking that new technology is a way for us to lose business; start seeing it as an advancement that can help us reach more clients. As agents, it’s important to adapt to voice assistant offerings, not only to make our lives easier, but to stay relevant with consumers. At the start of this episode, we discussed how voice assistants can be used for our MLS. We shared that voice assistants are not meant to replace agents, but to help make their tasks easier and their organizations run more smoothly. We also shared insights on: The language barriers faced by voice technologies Why agents need to know what they want before using new technology That agents should be educated more about voice assistants before implementing them Resources To see how MRED (Midwest Real Estate Data), which services around 45,000 real estate agents, brokers, and appraisers is using "Voice Assistant" click HERE. (MRED is the biggest MLS provider in the Midwest in the most densely populated area in the region: Chicagoland) Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint Guest Bio Miguel Berger is the CEO and co-founder of Voiceter Pro Inc. In addition to being involved in technology, Miguel is also a real estate industry veteran and the owner of Better Homes and Gardens Real Estate Tech Valley. He is a nationally recognized industry leader and forward-thinker, with a passion for new technology. To find out more about Miguel, visit https://www.linkedin.com/in/voiceterpro You can also email him on [email protected] And call him on 518 542 5586

Do you want to earn 30% more over the next year? Today I’ll tell you how you can. All you have to do is increase the average sale price of the homes you represent and diversify your portfolio. In doing this, you’ll be working smarter, not harder.

Getting into luxury real estate is not an easy task, and younger agents often have more difficulty making a name for themselves in that market. How can millennial agents become more knowledgeable on luxury terminology? How can we spend more time around potential clients, and what can we do to attract luxury buyers? On this episode, sales partner at Amalfi Estates, Sarah Knauer (27 years old), who is a $30 million + producer, shares how millennials can build a stellar reputation in the luxury market. Grow your knowledge and your confidence will grow. Spend time with team leaders to learn luxury market terminology and trends. -Michael LaFido Takeaways + Tactics Attend open houses with established agents. This exposes us to terminology, makes us more knowledgeable, and lets us introduce ourselves to high net worth potential clients. Build relationships with people in the luxury market by joining networking groups and social clubs alongside high-income people. Look the part. To be taken seriously by clients, we have to ensure we represent ourselves professionally. At the start of this episode, we discussed some of the problems younger agents may have in the luxury market. We explained that building and nurturing long-term relationships is the key to building an effective sphere of influence, and shared how to initiate contact with high net worth individuals. We also shared insights on: How to leverage our own spheres of influence How to overcome self-limiting beliefs Why charity events are an effective way to build relationships and give back Guest Bio Sarah Knauer is a sales partner at Amalfi Estates. Having grown up with residential and commercial real estate owners as parents, Sarah has a lifelong passion for home and design. She obtained her real estate license while in her senior year at Pepperdine University, and is currently working on obtaining her broker’s license. To find out more about Sarah, visit https://www.amalfiestates.com/agent/sarah-knauer/ You can also email her on [email protected] To see the presentation mentioned on this episode, visit: https://drive.google.com/open?id=1bNju4RpoAnmk9AFtaR9aEg3Xyv_U-Y62

When it comes to luxury listings, it’s important not to let frivolous details sink their potential. If a listing has an “elephant in the room,” you need to address it in one of two ways. We’ll discuss both of these approaches today. But first, you may be wondering: “How does this idiom relate to real estate?”

To establish ourselves as the obvious choice for business in our markets, we have to build and maintain great relationships with past, present and future clients. How can we build a brand that attracts and keeps attention for years to come? What can we do to build relationships that transcend business, and how can we find clients to build those relationships with? On this episode, industry veteran and founding partner of The Bay Area Team, Jim Walberg, shares how to build relationships that stand out to the market and make us the only ones people want to work with. We should aim to be the first thing clients think of when they hear the words ‘real estate’. -Jim Walberg Takeaways + Tactics To be the obvious choice, we have to become synonymous with luxury real estate. We can do this by staying in contact with our databases, long after a transaction. Be personable. When dropping off a gift or an invitation to a client event, call ahead of time to make sure the client will be home. Seeing them in person deepens relationships. We should be doing the things we’re passionate about. This way, we’ll be surrounded by like-minded individuals, who will be interested in building relationships with us. On this episode, we discussed how serving the community can help us grow our brands. We also shared why it’s important to be authentic about our passions, and spoke about the need to connect with potential clients on a personal level. We also shared insights on: How to introduce ourselves without coming across as a sales pitch The importance of humility Why consistency is the key to building long-lasting relationships Guest Bio Jim Walberg is a real estate industry veteran and a founding partner of The Bay Area Team in San Francisco. In addition to being in the Top 1% of Realtors across the country and the recipient of countless awards, Jim is a dedicated community volunteer, celebrated for his humility. Jim is also a blogger, philanthropist and worldwide speaker. To find out more about Jim, visit: https://www.thebayareateam.com/company/team/jim-walberg You can also email him directly on [email protected]

How can we help clients relocate across states, or even abroad? Most agents tend to focus on their local spheres of influence, but as consumers become more mobile, we have to expand our brands into additional markets. Can we stay involved with clients as they move out of our markets? How can we attract referral partners for luxury consumers relocating to our own markets? On this episode, president of McQuaid & Company, Tiffany McQuaid, shares how to develop lucrative referral partnerships. As an industry, we get so focused on our spheres. Local clients should always be a priority, but keep in mind that people are becoming more mobile. -Tiffany McQuaid Takeaways + Tactics Build relationships with luxury specialists in other markets. Networking with other agents is vital and knowing the person we refer clients to adds an extra layer of trust. When referring clients to partners in other markets, travel with them to meet their new agent. This allows us to maintain relationships, while giving clients a more seamless transition. Our partners want their clients in the best hands, so we have to offer referral clients additional assistance that helps make their relocation easier. At the start of this episode, we explained that we have to be prepared in the event that our clients decide to relocate to new markets. We shared which networking events help us build relationships with agents in other markets, and spoke about how to build a stellar reputation that draws in referral partners and clients alike. We also shared insights on: The importance of specialization How to elevate our services Why high-class photographs and brochures are non-negotiable Guest Bio Tiffany McQuaid is the President at McQuaid & Company, a brokerage in Naples, Florida. Born and raised in Ohio, Tiffany has a background in marketing and promotions, and uses her experience to bring a unique approach to selling homes. Tiffany is globally recognized as a top producer in the real estate industry, and is passionate about maintaining her ‘boutique-style’ real estate firm, which prioritizes individual clients and their needs. To contact Tiffany, call her on 2392876308 Find out more about McQuaid & Company at teammcquaid.com

In today’s world, social media has become a crucial component for success in the real estate industry; we have to take posting content seriously. How can we gain a following without spending too much time and money on creating perfectly lit and edited videos? What content should be in our videos, and why should we be thinking about repurposing everything? On this episode, online presence expert and speaker, Italina Kirknis, shares how to offer fresh content that elevates our brands. In your day-in-the-life videos, be sure to share advice as you’re walking from property to property. -Italina Kirknis Takeaways + Tactics Stop obsessing over creating the ‘perfect’ video with professional lighting, audio and editing. Less polished videos are growing in popularity. When sharing a video, always offer advice. We can position ourselves as experts by giving professional insights while going about our daily routines. Repurposing content is vital. Once we have a video, transcribe it and put it into a brochure. We already have the content - make the most of it! At the start of the episode, Italina shared why it’s so important for us to know what we’re promoting before sharing any content. She explained that having an in-depth understanding of the brand lets us customize our content and see better results. We also shared insights on: Fresh, exciting ways to share testimonials When it’s a good idea to spend more time and money on videos The social media platforms we should be focusing on Social media is vital for success in real estate, so we need to be conscious of what we’re sharing with our followers. Luckily, online trends have shown that less polished (and less expensive) videos are becoming increasingly popular. Instead of spending a lot of money on a stiff, scripted video, we need to let our authenticity shine through. As long as we offer viewers something of value, we’ll be positioning ourselves as experts in our markets. Once we capture the content we want to share, don’t stop at one platform or format. Repurpose everything, and make the most of it. GUEST BIO: Italina Kirknis is a speaker, Inman.com contributor and online presence expert. She is passionate about helping brands find their feet in the online space, and aims to inspire others to create exceptional lives for themselves. Italina enjoys teaching people how to leverage Linkedin to boost their success and strongly believes in creating customized content for all her clients. To find out more about Italina, head to: https://www.linkedin.com/in/italinakirknis And realestatelinkedin.com To read her most recently published Inman.com article, follow the link in her bio on Instagram: @Italinak You can also sign up to be part of her newsletter list on realestatelinkedin.com

To build a name for ourselves in the luxury market, we need to do the work to attract great results, and that starts with the listings we have. How can we leverage our inventory to ensure potential clients know who we are? What happens if we don’t have any inventory of our own yet? How can offering a more hands-on experience at our open houses boost our chances of success? On this episode, CEO and senior partner of BVO Luxury Group of Keller Williams Realty, Andrew Bloom, shares how we can make the most of our inventory and open houses. If you don’t have your own inventory, offer a free inventory update to your market. You can leverage listings other than your own. - Andrew Bloom Takeaways + Tactics We should be showing the listings we’ve closed. By sharing the houses we’ve sold, we are giving proof of our great results. If we don’t have inventory of our own, we can provide our client base with a record of other houses sold in the market. Doing so showcases our knowledge of market trends. Offer visitors at open houses an opportunity to get involved by allowing them to give feedback. At the start of the episode, we spoke about why it’s important to provide our clients with social proof. We then discussed how and when to market an open house to ensure we get the best results possible. We also shared insights on: How to attract more business into our lives How to bring more awareness to our listings Why open houses are still vital To offer our clients unique value, we need to go above and beyond in both the service we offer them, as well as in our marketing. Use inventory to boost business and to bring attention to our listings. These don’t need to be our own listings; we can use other agents’ inventory, as long as we disclose that we did not sell them. By showing our results and our knowledgeability, we can promote ourselves as industry experts. Then, it’s up to us to offer unique open house experiences. The luxury market requires us to exceed all expectations, so playing safe is never an option. GUEST BIO: Andrew Bloom is the CEO and senior partner at BVO Luxury Group. He has sold over $1.5 billion in residential real estate, and runs the top real estate team in Arizona. His tremendous success led to him being awarded the ‘Circle of Legends’ award, a feat accomplished by less than 1% of Realtors across the globe. Andrew has a vast network in the community, which has contributed to his team’s positioning as the go-to team for CEOs, professional athletes and physicians. To find out more about Andrew, head to Bvoluxurygroup.com You can also call him directly on 602 9891 287 And email him on [email protected]

As business leaders, we tend to think of setbacks as private issues that need to be separate from our work lives. Is it possible to stop personal setbacks and challenges from affecting our teams’ productivity? Do we need to add more systems to our businesses in order to combat individual fears? On this episode, sought-after Real Estate speaker and coach, Jon Cheplak shares how we can overcome setbacks and turn them into positives. Doubling down on your personal development is the solution to business growth. -Jon Cheplak Takeaways + Tactics Remember that human beings are flawed by nature, and we all experience setbacks. No matter how skilled we are in the science of business, every one of our team members has experiences that shape their daily lives. Stop adding layers of systems to our businesses. Instead, we need to dive deeper into our emotions to develop ourselves and our team members. We need to embrace our past experiences. Without embracing our past, we can’t move forward. At the start of the episode, we acknowledged that all people go through traumas in life. We talked about the way we deal with our past traumas and how it shapes our future behaviors and actions. To be successful and enable our teams to be successful, we need to embrace every part of ourselves, even the parts impacted by trauma. We also shared insights on: How emotions can be a choice The importance of overcoming fear Why gratitude is not a feeling, but an action We’ve often been told our business and personal lives need to be separate, but that belief is unrealistic. Our personal lives influence the way we see the world, and no amount of effective business systems can combat the effects of traumas we’ve faced throughout our lives. We need to start looking deeper into ourselves, rather than add layers of systems that will only suffocate us further. GUEST BIO Jon Cheplak is the CEO of The Real Recruiter and a real estate broker/agent speaker, coach and consultant at Cheplak Live. He is widely respected as one of the most sought after real estate leadership and productivity coaches on the planet, and is passionate about helping people boost their productivity. To find out more about Jon, visit Cheplaklive.com And follow @cheplaklive on instagram You can also find him on Facebook at https://www.facebook.com/joncheplak

When dealing with luxury properties, it’s important to trust the people we do business with. How can we ensure potential clients are qualified, and won’t waste our time? What tools can we use to assist in the authentication process? On this episode, WealthEngine Senior Client Engagement Manager, Andrew Rosenblatt and Senior Client Engagement Manager, Anna Sheehan, explain how their tool can be used to identify serious buyers. For security purposes, you have to make sure you know who you’re opening the door to on big, luxury properties. -Michael LaFido Takeaways + Tactics When an unrepresented buyer provides a bank letter or a pre-approval for a mortgage, follow up with the institution to ensure its authenticity. Use tools like WealthEngine to verify potential buyers. Tools like this give an in-depth report on interested parties and help agents identify serious clients. Take advantage of tools that identify political affiliations or special interests, so you can tailor showings to the buyers preferences and increase your chances of success. At the start of the episode, we spoke about the importance of verifying buyers when dealing with luxury properties. After explaining how tools like WealthEngine can assist agents with qualifying buyers, we discussed why reading reports on buyers and demographics is so vital. We also shared insights on: The top 10 states for millionaires Characteristics of millionaires in the US Why lifestyle attributes should be taken into account by agents In the luxury real estate industry, it’s vital that we know and trust who we’re opening doors to. Not only does it save us from wasting valuable time, but it can also protect us. Luckily, there are tools specifically designed to make the verification process easier for agents. Take advantage of the platforms that compile relevant data, and read up on reports for the luxury market. Education is crucial to success, and by expanding our knowledge as much as possible, we can boost our self-confidence. GUEST BIO Andrew Rosenblatt is the National Inside Sales Manager at WealthEngine, a platform dedicated to wealth screening and research. To contact Andrew directly, email him on [email protected]. You can also find him on Linkedin at https://www.linkedin.com/in/annasheehan1 Anna Sheehan is the Senior Client Engagement Manager at WealthEngine. She has rich experience in research, and brings her expertise to clients in every interaction. To connect with Anna on Linkedin, head to https://www.linkedin.com/in/annasheehan1 To find out more about WealthEngine, and to take advantage of their resources and reports, visit https://www.wealthengine.com/. Click HERE to download the Luxury Millennial Wealth Report. Get the general/graphic version of the Millennial Wealth Report HERE. And click HERE to get a copy of the Millionaire Report. To purchase luxury specialist goods, head to www.luxuryspecialistgear.com

Social media is a great platform for marketing and engagement. Is there any ‘right’ way to share content, and should we be tailoring that content specifically to each platform? What opportunities does the Stories feature on Instagram offer agents? On this episode, owner of the Cassity Team, Jason Cassity shares how to use Instagram Stories for outstanding results. Take advantage of Instagram Story advertisements now. They are cheaper than other platforms because there’s less competition in the feature at the moment. -Michael LaFido Takeaways + Tactics Don’t post for the sake of posting. We should aim to share engaging content that offers a personal look into our businesses. Quality over quantity is key. Each social media network has its own language, so avoid sharing the same content across the board. Embrace Instagram Stories’ more relaxed atmosphere to engage with the audience. Take advantage of Instagram Stories’ cheaper advertising rates now. Stories are a relatively untapped advertising space at the moment, so they’re a great place for us to market our brands without breaking the bank. At the start of the episode, Jason Cassity explained that before we can start taking advantage of Instagram Stories, we need to have a foundation- that is, an Instagram account we post to regularly, with a well thought out bio. He then shared how to target specific areas with our advertisements. We also shared insights on: How to repurpose content effectively How to attract bigger audiences Why effective content relies more on art than science In today’s world, a social media marketing strategy is non-negotiable if we want to build successful businesses. To ace the social media game, we need to be sharing engaging content and focusing on quality over quantity. Embrace each platform for its uniqueness and take advantage of the more untapped advertising options now, while they’re still easy to access. GUEST BIO: Jason Cassity is the owner of the Cassity Team, based in San Diego. In 2017, he was named one of the “19+ Agents to Watch on Social Media” by the Inman Real Estate Blog. He’s also made appearances on San Diego’s “Favorite” list of Real Estate Agents in the San Diego Union Tribune and received a “Top Agent” Magazine Nomination. To find out more about Jason, find him on Instagram: @jason_cassity You can also call him directly on 619 800 6178 To find out more about the Cassity Team, visit www.thecassityteam.com

According to Real Trends, the national average listing commission is 5.08%. In this episode, hear why Kevin Foreman believes the average listing commission will drop 40% down to 3.64% over the next 7 years. On this episode, Vice President and General Manager of the Enterprise Division at INRIX, Kevin Foreman shares his view on the future of the real estate industry. Don’t worry so much about commissions going down: the volume will go up. -Kevin Foreman Takeaways + Tactics Keep overhead costs down. There’s no need to pay for fancy offices- have your employees work from home. Stop worrying about commissions. While commissions may be dropping, lower prices attract more customers. We may make less commission per sale, but we’re bound to make more sales. Pay more attention to clients than the properties you’re selling. This helps build relationships long-term, and will serve you in the long run. At the start of this episode, we discussed the ‘Tinder’-type option afforded to home buyers. Essentially, buyers are now able to select homes, unassisted by an agent. After talking about what this means for agents, we spoke about the benefits of operating in the luxury and high-end markets. We also shared insights on: Focusing on your client- your services should be all about them Why you should act as a consultant How to stay in touch with past clients The changes we’re seeing in the real estate industry can be alarming, but it’s important to look at the bigger picture. Commissions may be dropping, but there is a higher number of clients because of it. In the meantime, protect your business by keeping your overhead costs low and maintaining good relations with your clients. GUEST BIO: Kevin Foreman is the Vice President and General Manager of the Enterprise Division at INRIX. With 20 years’ experience in sales, marketing and business development, Kevin is widely respected for his expertise. He is a specialist in social networking, social media, web 2.0 and community building. To find out more about Kevin, find him on Linkedin at https://www.linkedin.com/in/kevinforeman You can also find him on Facebook at https://m.facebook.com/kforeman1 To find out more about INRIX, head to http://inrix.com And search ‘INRIX’ on YouTube

Many agents hold themselves back from the luxury side of real estate because they either don’t have enough confidence to try it, or they are transaction-based and not looking at their overall long-term business. How can we build our confidence? How and where do we start to break into the luxury market? What do we need to think about when it comes to marketing? In this episode, Amit Bhuta explains how he got started and became successful in the luxury market, and shares some insight on creative marketing tactics. Many agents want to get to the next level, but don’t have the confidence to get there. The first thing you have to do is believe that you belong there. -Amit Bhuta Takeaways + Tactics If we don’t take the opportunity to learn, we will miss out on the opportunity to grow. When we grow our knowledge we grow our confidence. We can start to break into the luxury market by going to brokers’ open houses. We can expand on what we know about the luxury market as well as build rapport with agents who are already in the market. If we want to be a great luxury agent, we can’t only do luxury-level marketing on certain properties. We need our marketing to be consistent across all of our listings so that we can gain the respect, trust and appeal of a consistent brand. On this episode we discussed how agents can break into the luxury market, and what we can do to build our knowledge of and, by extension, our confidence within the luxury space. We also spoke about how can use social media to get ourselves out there as well as the importance of consistent marketing for brand management. We also shared insights on: How to grow our confidence How to start breaking into the luxury market Why we need consistent marketing to be a great luxury agent The hesitation a lot of agents have when it comes to expanding into the luxury market mainly comes from a lack of confidence. We can overcome this and become capable and confident luxury agents by taking opportunities and initiatives to grow our knowledge of the market. By going to brokers’ open houses, getting ourselves out there on social media, building relationships with other luxury agents in a genuine and giving way, we start to break into luxury real estate. Guest Bio Amit Bhuta, Real Estate Advisor at Compass and Creative Marketer, has lived in South Florida for over 40 years and truly loves everything about his Miami home. With a deep passion for his career in real estate and genuine enthusiasm for his hometown, Amit’s expertise and candor throughout the process of buying or selling a home is something that his clients consistently value. Amit’s background in sales management led him to transition into the field of real estate nearly 15 years ago. With a strong network of agents in all 50 states and 57 countries, Amit’s professional reputation has awarded him a large referral and resource network stretching around the globe. He specializes in South Florida real estate from Miami Beach to Pinecrest and works with his high-end clientele to find the best luxury property for their needs. Whether he is assisting sellers, first-time homebuyers, or those looking for an additional investment, Amit’s knowledge of the community along with his adept marketing skills allow him to provide his clients with impeccable service from start to finish. Amit holds a degree in Finance from Florida International University. https://www.allinmiami.com/ https://www.instagram.com/amitbhuta/ #TheIndianRealtor

The international community offers so many opportunities for agents in the luxury market. How can you catch the attention of buyers outside North America? What should you avoid doing if you want to make a great impression? On this episode, Lynda Fernandez, Chief of Communications and International Business Development at the Miami Association of Realtors, shares how we can gain an international following. If you’re in the luxury market, targeting internationals is a good idea.- Lynda Fernandez Takeaways + Tactics Focus on building good relationships with international buyers. If we have a solid foundation and deliver on our promises, these buyers will be more likely to refer us to other people in their circles. We have to be easily contacted by our international clients. Whatsapp is critical for this. If we’re focused on Asian markets, WeChat is also vital. Pay attention to international cultures. While research is important in this area, we also have to make sure we’re also listening to what the buyer says. We have to be respectful of their wants and needs. At the start of the episode, we shared that one of the most common questions asked by agents in the luxury market revolves around international buyers. We explained how technology can be used to help research international buying trends. We then spoke about the importance of follow-through in communication. We also shared insights on: Adopting a more international approach to business Leaving politics aside Why international buyers should be your target To do business with the international community, good communication is key. Luckily, thanks to social media and technology, that doesn’t need to be difficult. We can use the platforms to our advantage and ensure we follow through with contact. As an agent, we want to build relationships with our clients. Doing that with the international community doesn’t have to be daunting. Just remember to pay attention to the cultural differences. GUEST BIO: Lynda Fernandez is the Chief of Communications and International at the Miami Association of Realtors. Lynda strongly believes in the importance of public relations when dealing with clients, and holds a Bachelor of Science in Journalism and Mass Communications from Florida International University. She is also the recipient of a Master of Accounting from Florida Atlantic University. To find out more about Lynda, head to: https://www.linkedin.com/in/lynda-fernandez-rce-cae-a5a1472a You can also email her directly on: [email protected] To register for the Miami International Real Estate Congress, head to Miamicongress.com To find out more about the Miami Association of Realtors, visit: www.miamirealtors.com

Many agents don’t start out in real estate and have to go through the process of reinventing themselves and starting from scratch, and others are trying to reinvent themselves within the industry. What do we need to reinvent ourselves successfully? How does getting out of our comfort zone help our growth? How should we deal with disruptions? In this episode, Dustin Mathews discusses the role reinventing ourselves plays in our success, as well as how we can set ourselves apart with creative gifting. You should be disrupting yourself like big companies do so that you can get to that next level in your business. -Dustin Mathews Takeaways + Tactics The most important thing to have when reinventing ourselves is people who support us. We need a person or a team to guide us or simply listen to us so that we can be accountable and get out of our own heads. In order to grow, we have to step outside of our comfort zone. When we do, it opens up new opportunities. We need to not only embrace disruptions but run towards them. By doing so we get more familiar with dealing with change, and we become better at it. On this episode Dustin Mathews explains which elements we need in order to go through the process of reinventing ourselves successfully. We also discussed how sending creative and thoughtful gifts to prospects and clients can make you stand out from everyone else. We also shared insights on: Why we need people who support and guide us How stepping out of our comfort zone helps us grow The importance of embracing disruptions Reinventing ourselves and stepping out of our comfort zone is a part of life that we all need to go through. When we reinvent ourselves we need to be able to slow down and have a grounded person or team of people that can support and guide us. In order to grow we must embrace disruptions so that we can get better and better at dealing with this inevitable part of life. By reinventing ourselves and facing disruptions, we give ourselves room to grow and become successful. Guest Bio Dustin Mathews is the Chief Education Officer at WealthFit, a company disrupting the financial education space and leading ordinary people to lives of wealth. Dustin is also the host of the popular "Get WealthFit!" Show and is a best-selling author. He has interviewed and shared the stage with athletes, business celebrities, movie producers and titans of business such as Danica Patrick, Cal Ripken Jr., Kevin Harrington, Robert Kiyosaki, Jesse Itzler, Shannon Miller, Dave Meltzer and many others. Dustin’s ventures have been featured by Forbes, Entrepreneur, USA Today and INC Magazine. He also received recognition by the United States Patent and Trademark Office for codifying a process for creating and selling products and service, Irresistible Offer Architecture®. https://wealthfit.com/ https://wealthfit.com/podcasts/get-wealthfit/